Publicity  Organization 
and  Distribution 


Bulletin  VIII 
United  War  Work  Campaign 
for  $170,500,000 

November  11-18,  1918 


SERIES  OF  CAMPAIGN  BULLETINS 

I.  Organization  in  the  City,  Large  or  Small 
II.  Organization  in  the  County 

III.  Preparation  and  Assignment  of  Lists 

IV.  Victory  Boys 
V.  Victory  Girls 

VI.  The  Campaign  among  Students 

VII.  The  Campaign  in  Industries 

VIII.  Publicity  Organization  and  Distribution 

IX.  Meetings:  How  to  Plan  and  Conduct 

X.  Campaign  in  Army  and  Navy  Camps 

XI.  Collection,  Custody,  and  Forwarding  of  Funds 

XII.  The  Precinct  Plan 


Issued  by  the 
OFFICE  OF  THE  DIRECTOR  GENERAL 
347  Madison  Avenue,  New  York,  N.  Y. 


NATIONAL  PUBLICITY  EXECUTIVE  STAFF 


Bruce  Barton,  Chairman. 

William  Franklin  Edwards,  Vice-Chairman. 

Alexander  F.  Osborn,  Executive  Secretary. 

W.  L.  Randall,  Business  Manager. 

Outdoor  &  Car  Advertising  Bureau,  F.  G.  McGrath. 

General  Shipping  Bureau,  F.  L.  Wertz. 

Literature  Bureau,  Miss  A.  Estelle  Paddock. 

Special  Circulation  Bureau,  Frank  Parker  Stockbridge. 

Newspaper  Advertising  Bureau,  Roy  S.  Durstine. 

Moving  Picture  Bureau,  S.  L.  Rothapfel. 

Press  &  Magazine  Bureau,  Elmore  Leffingwell. 

Features  Bureau,  Miss  Hazel  Mackaye. 

Business  Bureau,  E.  M.  Diamant. 


DEPARTMENTAL  PUBLICITY  EXECUTIVES 


George  L.  Sullivan 
Chairman  Publicity  Bureau 
United  War  Work  Campaign 
67  Milk  Street 
Boston,  Mass. 


George  Harter 
United  War  Work  Campaign 
Suite  500 
108  So.  La  Salle  Street 
Chicago,  111. 


Edwin  A.  Goewey 
United  War  Work  Campaign 
60  Vanderbilt  Avenue 
New  York 


A.  P.  Oakes 
United  War  Work  Campaign 
205  Southwestern  Life  Bldg. 

Dallas,  Texas 


L.  Porter  Moore 
United  War  Work  Campaign 
410  Peters  Bldg. 
Atlanta,  Ga. 


F.  F.  Runyon 
United  War  Work  Campaign 
6th  Floor 
Flood  Bldg. 
San  Francisco,  Cal. 


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PUBLICITY  ORGANIZATION  AND  DISTRIBUTION 


Please  bear  in  mind  that  the  United  War  Work  Campaign  in  every 
locahty  must  ask  for  70'  r  more  money  than  ever  before  was  asked  for. 
We  urge  that  the  local  publicity  plans  be  made  in  accordance  with 
the  bigness  of  the  task. 

The  publicity  aim  should  be  to  make  the  public  know  about  the 
needs  of  the  United  War  Work  Campaign — to  prevent  them  from 
thinking  that  it  is  a  mere  Y.  M.  C.  A.  or  K.  of  C.  campaign — and  to 
insure  their  knowing  that  when  they  give  to  this  campaign,  they  are 
giving  to  the  seven  organizations  at  once. 

As  this  campaign  will  be  limited  to  one  week  only,  it  is  of  the  utmost 
necessity  that  all  plans  be  thoroughly  laid  in  advance  and  that  before 
the  week  starts  every  item  of  publicity  shall  be  under  full  swing. 

No  one  man,  no  matter  how  able  he  is,  can  handle  this  publicity  in 
a  locality  of  any  size.  This  publicity  requires  organization — the  kind 
of  thorough-going  organization  for  which  America  has  become  famous 
in  this  war.  Any  man  who  is  big  enough  to  head  the  publicity  in  a 
local  campaign  will  realize  this,  and  will  probably  organize  somewhat 
as  follows : 

CHAIRMAN 

1.  Under  Campaign  Committee — act  as  general  publicity  executive. 

2.  Personally  take  care  of  vitally  big  matters  requiring  special  tact 
and  diplomacy. 

3.  Serve  as  Court  of  Appeal  on  Publicity  Department  questions. 

4.  Approve  all  expenditures  on  budget  O.  K.'d  by  local  campaign 
managers. 

(Publicity  Chairman  should  be  chosen  by  local  campaign  managers. 
He  in  turn  should  choose  the  heads  of  his  bureaus  with  the  approval 
of  his  own  superiors.) 

EXECUTIVE  SECRETARY 

1.  Directly  supervise  personnel. 

2.  Act  as  office  manager  and  business  manager. 

3.  Maintain  proper  division  of  functions. 

4.  Follow  through  chief  executive  details. 

5.  Correlate  inter-bureau  matters. 

6.  Act  as  general  utility  man,  taking  care  of  "movies"  and  other  mat- 
ters not  covered  in  the  following  working  bureaus. 

7.  Edit  a  daily  bulletin  to  all  campaign  workers. 

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WORKING  BUREAUS 


Except  where  otherwise  suggested,  the  actual  work  of  the  PubHcity 
Department  should  be  executed  through  the  following  working  bu- 
reaus. Each  bureau  should  be  headed  by  a  manager  appointed  by  the 
publicity  chairman  and  approved  by  the  campaign  directors.  Each 
bureau  manager  should  select  any  necessary  assistants  subject  to  the 
approval  of  publicity  chairman. 

(Portfolios  setting  forth  complete  plans  for  local  publicity — showing 
20  pages  of  newspaper  display  ads,  cartoons,  editorials,  etc.,  are 
being  sent  out.  Three  copies  are  being  put  in  with  each  county  ship-, 
ment.  Each  state  publicity  headquarters  will  receive  its  share  of 
10,000  copies  to  distribute  to  local  committees.  One  copy  will  be 
sent  direct  to  each  worth-while  newspaper.  About  200  copies  will 
go  to  each  department  director  as  emergency  surplus.) 

1.  OUTDOOR  AND  CAR  ADVERTISING  BUREAU 

a.  Take  up  question  of  24-sheet  poster — National  poster  people  are 
sending  these  24-sheet  posters  to  local  poster  plants  on  arrangement 
with  national  headquarters  to  have  them  put  up  without  charge.  Man- 
ager of  this  bureau  should  get  in  touch  with  local  poster  plant  and 
make  sure  the  24-sheet  posters  which  have  been  shipped  from  national 
headquarters  to  that  poster  plant  will  be  on  the  boards  not  later  than 
November  5th. 

b.  Check  up  arrangements  for  Street  Car  Advertising — Barron  G. 
Collier,  who  controls  nearly  all  the  street  car  advertising  in  the  coun- 
try, has  donated  space  in  all  his  cars.  The  bureau  manager  should  get 
in  touch  with  Collier's  local  representative  and  see  that  car  cards, 
which  have  been  shipped  to  him  from  national  headquarters,  are  placed 
in  the  cars  not  later  than  November  1st. 

c.  Check  up  express  wagon  posters — The  American  Railways  Ex- 
press Company  has  donated  to  National  Headquarters  space  on  every 
express  wagon  in  the  country.  They  are  shipping  sufficient  posters 
to  local  express  companies.  The  local  bureau  manager  should  see 
the  local  express  authorities  so  that  these  will  be  put  on  the  express 
wagons  before  November  4th. 

d.  Check  up  Painted  Bulletin  Advertising— Thomas  Cusack,  who 
controls  nearly  all  of  this  medium,  has  promised  complete  display 
throughout  the  country.  The  local  campaign  manager  should  get  in 
touch  with  Cusack's  local  representative  and  see  that  all  available 
boards  are  painted  with  United  War  Work  Campaign  designs  before 
November  5th. 

e.  Arrange  for  special  signs— Possibly,  by  giving  all  the  sign  paint- 
ers m  your  locality  a  letter  of  authorization,  you  can  enable  them  to 
go  out  to  business  houses  (as  they  did  in  many  places  in  the  Liberty 

4 


Loan)  and  get  merchants  and  manufacturers  to  buy  special  temporary 
signs  to  be  erected  on  their  own  buildings  before  November  5th. 

f.  Take  care  of  any  other  outdoor  advertising,  such  as  getting  post- 
ers put  on  street  cars,  special  signs  on  trolley  wires,  special  big  banners 
across  the  street,  and  all  other  outdoor  display  advertising  (except 
regular  posters — see  below)  which  may  be  decided  upon  locally. 

2.   RECEIVING  AND  DISTRIBUTION  BUREAU 

a.  Get  in  touch  with  County  or  State  Chairman  and  hnd  out  about 
the  receipt  of  combined  publicity  supplies  for  that  locality.  The  Na- 
tional Publicity  Bureau  in  New  York  has  despatched  one  combined 
shipment,  containing  a  quantity  of  each  of  about  thirty-five  different 
posters,  booklets,  placards,  buttons  and  pledge  cards,  and  other  pub- 
licity supplies,  to  each  county  (the  County  Chairman  will  know 
the  address  to  which  the  parcel  has  been  sent)  in  all  states  except 
Michigan,  Arkansas,  Louisiana,  Texas,  Oklahoma,  New  Mexico,  and 
Arizona,  in  which  cases  the  supplies  have  gone  direct  to  the  state 
headquarters.  It  is  of  first  importance  that  the  Publicity  Chairman 
or  Secretary  get  hold  of  this  material  as  soon  as  possible. 

b.  Arrange  for  getting  the  locality's  share  of  these  supplies  from 
county  headquarters  into  your  local  warehouse. 

c.  Arrange  for  thorough  local  distribution  of  all  posters  and  pam- 
phlets on  the  accompanying  list. 

d.  Arrange  with  campaign  managers  for  distribution  of  pledge 
cards,  buttons,  and  window  banners  among  campaign  workers. 

e.  Arrange  for  house-to-house  distribution  of  booklets  either  by 
professional  distributors.  Boy  Scouts,  school  children,  or  otherwise. 

f.  Arrange  for  getting  posters  put  up  in  windows,  on  walls,  on 
fences  either  through  professional  workers,  Boy  Scouts,  school  chil- 
dren, or  other  volunteers.   See  attached  box  entitled  "Put  Up  Posters." 

Probably  the  biggest  job  the  local  Publicity  Department  has  is  to 
put  up  these  posters  and  distribute  literature. 
Because  of 

(1)  Limitations  of  newspaper  space,  and 

(2)  The  fact  that  there  are  about  twice  as  many  posters  and  book- 
lets as  there  have  been  in  any  previous  money-getting  campaign, 
this  is  about  the  only  way  to  get  the  campaign  story  over  to  the  public. 

To  get  all  these  posters  up  and  at  work  is  your  great  obligation. 
Among  the  many  methods  we  transmit  the  Rochester  plan,  which  is 
to  have  automobiles  meet  at  a  common  point  to  take  their  supply  and 
one  machine  start  out  in  each  direction,  with  a  man  in  charge  and  a 
good  scout  to  carry  the  posters  into  the  stores,  put  up  on  walls,  etc. 

You  should  secure  in  advance  whatever  sticker  tape,  paste,  etc.,  is 
needed  to  put  up  the  posters. 


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g.  Line  up  libraries  for  getting  circulation  of  booklets,  etc.  Secure 
distribution  of  mail  inserts  in  bills,  etc.,  of  big  corporations. 

NEWSPAPER  ADVERTISING  BUREAU 

a.  Organize  a  special  committee  to  secure  funds  to  finance  local 
newspaper  advertising. 

b.  Make  arrangements  with  the  State  Headquarters  or  Depart- 
mental Headquarters  for  whatever  mats,  electros,  etc.,  of  newspaper 
advertisements  may  be  required,  as  per  numbers  indicated  on  adver- 
tisements in  portfolio  of  display  newspaper  advertising  which  will  be 
sent  to  each  County  Chairman. 

c.  Take  care  of  the  schedule  and  actual  insertion  of  the  advertise- 
ments. 

d.  Keep  records  of  these  insertions,  checking  the  same  and  paying 
for  this  advertising  on  basis  previously  arranged  by  the  bureau  with 
local  newspapers. 

e.  Solicitation  by  individual  newspapers.  One  way  to  make  possi- 
ble an  adequate  newspaper  display  is  for  each  newspaper's  soliciting 
staff  to  go  out,  either  with  the  acquiescence  of  the  local  campaign 
committee,  or  with  their  written  endorsement,  and  ask  each  public- 
spirited  citizen  either — 

1.  To  assign  for  this  purpose,  space  for  which  he  may  have  already 
contracted,  or 

2.  To  authorize  the  publication  of  a  certain  amount  of  this  adver- 
tising to  be  charged  to  him  individually,  or 

3.  To  ask  for  both  space  and  financial  contributions  for  this  purpose. 
Whether  the  clause,  "Space  donated  by  (name  of  donor)"  shall 

be  inserted  at  the  bottom  of  their  advertisements,  should  be  deter- 
mined by  the  local  committee  in  advance,  or  should  be  left  to  the 
discretion  of  the  donor. 

Under  this  plan,  of  course,  the  newspaper  with  the  most  enterprising 
soliciting  staff  will  get  the  greater  share  of  the  local  advertising.  That 
might  be  embarrassing. 

f.  Newspapers  may  pool  solicitations.  Obviously  no  paper  of  good 
standing  should  be  ignored.  This  can  be  prevented  if  the  local  com- 
mittee organizes  a  committee  on  local  newspaper  space,  by  getting 
each  paper  to  assign  a  man  to  serve,  and  dividing  all  prospects  among 
these  men.  Then  all  contributions  secured  for  the  newspaper  fund, 
either  in  space  or  cash,  can  be  lumped,  and  uniform  campaign  pub- 
licity put  in  all  the  newspapers  on  the  basis  of  the  total  sum  secured. 

Public  mention  of  the  donors  may  be  made,  either  by  inserting  one 
or  more  names  at  the  bottom  of  these  advertisements,  or  by  publish- 
ing all  names  at  the  end  of  the  Campaign  as  outlined  below. 

g.  Funds  raised  by  volunteers.   Possibly  the  best  method  is  the  one 


6 


that  has  been  successfully  employed  in  many  other  places,  in  similar 
campaigns.    In  the  main,  this  is  as  follows: 

The  local  campaign  committee  creates  a  special  committee  on  news- 
paper advertising,  made  up  of  men  in  no  way  connected  with  news- 
papers— men  who  will  be  obviously  altruistic  in  their  motives.  They 
prepare  a  list  of  public-spirited  individuals  and  businesses  and  write 
asking  for  a  certain  sum  to  be  used  in  an  advertising  fund  for  the  pur- 
chase of  newspaper  display  space,  to  put  over  the  Campaign.  Here  is 
a  suggested  form  for  such  a  letter : 

h.  Suggested  form  letter — Gentlemen:  This  is  a  vital  request  from 
the  newspaper  advertising  committee  of  our  United  War  Work  Cam- 
paign, obligated  to  raise  our  share  of  the  $170,500,000  needed  to  con- 
tinue the  war  work  of  the  Young  Men's  Christian  Association,  Young 
Women's  Christian  Association,  National  Catholic  War  Council  (K. 
of  C),  Jewish  Welfare  Board,  War  Camp  Community  Service,  Amer- 
ican Library  Association,  and  Salvation  Army. 

It  is  necessary  to  obtain  from  public-spirited  concerns  and  citizens 
sufficient  contributions  of  space  and  money  for  newspaper  advertising 
before  and  during  the  drive,  so  that  we  may  honestly  say  to  the  people 
that  no  money  collected  in  the  drive  has  been  used  for  that  purpose. 

Will  you  contribute  for  this  purpose  $  ,  payable  before 

December  1st?  This  unit  amount  for  which  we  ask  is  small  because 
we  hope  for  the  favorable  response  of  all  to  whom  this  letter  goes. 

We  realize  that  the  loyal  citizens  and  business  concerns  of  this 
community  have  been  most  generous  in  contributing  to  newspaper 
space  in  previous  patriotic  drives.  Now  we  come  to  you  for  one 
more  effort. 

As  you  know,  the  United  War  Work  Campaign  combines  in  one 
drive  all  the  needs  for  all  seven  organizations  which  have  heretofore 
been  supported  by  separate  drives.  In  other  words,  you  will  not  be 
asked  for  six  other  contributions  for  space  for  this  purpose. 

We  earnestly  hope  that  you  can  assure  us  of  your  help  and  contri- 
bution. Will  you  kindly  use  the  enclosed  stamped  envelope  in  reply? 
Yours  very  truly, 

Chairman, 

Special  Newspaper  Advertising  Committee, 
United  War  Work  Campaign. 

It  will  pay  to  write  these  letters  individually,  and  address  them  to 
the  proper  individual  as  in  any  personal  letter. 

i.  Local  conditions  considered.  It  may  be  desirable  to  include  a 
paragraph  in  the  above  letter,  stating  that  either— 

1.  The  names  of  all  contributors  to  this  fund  will  be  included  in 
each  of  the  advertisements,  or 

2.  The  name  of  each  contributor  will  be  pubUshed  solely  in  one  or 
more  advertisements,  or  grouped  with  others  in  one  or  more 
advertisements,  or 


7 


3.  All  names  will  be  listed  alphabetically  at  the  end  of  the  cam- 
paign in  a  special  advertisement  headed  as  follows: 

"These  patriotic  individuals,  partnerships,  and  corporations  financed 
the  newspaper  advertising  of  the  United  War  Work  Campaign." 

j.  How  much  to  ask  for.  Experience  indicates  that  if  you  apply 
adequate  personal  follow-up  you  can  figure  about  a  one  third  favor- 
able response  to  a  letter  like  the  above.  Therefore,  in  order  to  ascer- 
tain the  sum  to  be  asked  for,  simply  calculate  the  local  newspaper 
budget  and  then  divide  that  by  one  third  the  number  of  prospects 
whom  you  approach.  For  instance,  if  you  need  $3,000,  and  you  have 
300  prospects,  ask  each  one  for  $30. 

In  some  cases,  instead  of  asking  for  a  uniform  sum,  it  may  be  wise 
to  grade  the  prospects  and  ask  for  a  larger  sum  from  some  than  from 
others. 

Again  we  emphasize  that  this  and  all  follow-up  solicitation  should 
be  on  the  expressed  understanding  that  any  such  contribution  to  the 
advertising  fund  should  not  in  any  way  reduce  the  amount  the  sub- 
scriber would  give  to  the  regular  campaign  appeal. 

It  may  be  best  to  use  the  same  amount  of  space  in  all  the  leading 
daily  English-speaking  newspapers,  and  to  give  about  one  fifth  of 
that  amount  of  space  to  other  local  publications. 

Before  going  after  this  advertising  fund,  the  local  committee  might 
ask  each  newspaper  publisher  to  contribute  one  page  of  space,  as  his 
share,  and  also  to  give  the  local  committee,  for  this  advertising,  his 
lowest  department  store  advertising  rate  or  "charity  rate"  if  he  has  one. 

k.  Suggested  plan  of  schedule.  Newspaper  copy  in  the  campaign 
should  start  four  or  five  days  before  November  eleventh,  the  actual 
beginning  of  the  drive,  and  should  continue  throughout  the  drive, 
winding  up  probably  on  the  morning  of  the  day  on  which  the  drive 
ends. 

This  plan  makes  the  community  enthusiastic  before  the  drive  actu- 
ally commences  and  keeps  them  interested  and  alive  to  the  needs  of 
the  United  War  Work  Campaign  during  the  period  of  the  drive. 


4.   PRESS  BUREAU 

a.  Produce  and  furnish  newspapers  with  all  possible  local  cam- 
paign items. 

b.  Prepare  and  furnish  newspapers  with  photographs  of  local  cam- 
paign leaders  and  other  special  photographs  that  may  be  taken  for 
this  purpose. 

c.  Get  newspapers  to  use  cartoons,  as  shown  on  page  21  of  news- 
paper advertising  portfolio.    (See  3,  b.) 

d.  Get  editorials  in  local  papers  beginning  November  5th  or  earlier. 
Get  different  slogans  each  day  across  the  top  of  the  first  page  of  each 
paper,  and  throughout. 

e.  Arrange  for  notable  local  interviews.  n 


8 


f.  Arrange  for  municipal  proclamations. 

g.  Arrange  for  resolutions  to  be  adopted  by  prominent  local  bodies. 

h.  Get  miscellaneous  local  publications  to  publish  special  matter. 

5.   FEATURES  BUREAU 

a.  Prepare  and  execute  plans  for  pageants  and  parades. 

b.  Prepare  and  execute  plans  for  church  cooperation.  This  may  be 
brought  about  by  a  "Church  Furtherance  Committee"  to  include  pas- 
tors from  Protestant.  Catholic,  Jewish,  and  other  churches. 

c.  Prepare  and  execute  plans  for  spectacular  stunts. 

d.  Prepare  and  execute  plans  for  window  displays.  For  this  pur- 
pose it  may  be  well  to  create  a  special  committee  composed  of  the 
window  dressers  of  the  larger  stores.  At  the  same  time  secure  author- 
ization of  managers  of  these  stores,  so  that  their  windows  may  be 
used  for  United  War  Work  Campaign  display  purposes. 

e.  Plan  to  conduct  special  musical  concerts  and  other  such  features. 
It  will  take  a  strong  stimulus  to  awaken  the  public  from  the  apathy 

caused  by  the  strain  of  the  Liberty  Loan  campaign  and  Election  Day. 
The  Features  Bureau  will  have  to  shoulder  most  of  the  burden  to 
make  the  public  realize  that  this  is  the  greatest  money-giving  cam- 
paign in  the  history  of  the  world. 


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